Social media is undergoing significant changes as we approach 2025, driven by shifting user behaviors and preferences, especially among gen zers and beyond.
Social Media Fatigue and Changing User Habits
Gen Z and Millennials are increasingly experiencing “social media fatigue,” leading to a rise in digital detoxes and reduced platform usage. This shift is prompting marketers to rethink their strategies.
Users are gravitating towards more specialized, interest-based social networks.
There’s a growing emphasis on meaningful, authentic content rather than constant posting.
Additionally, global average daily time spent on social media has decreased by 4 minutes to 2 hours and 23 minutes.
Brand Authenticity and Creativity
Brands are adapting to these changes by developing unique voices for social media that may differ from their traditional brand image.
Companies are pushing creative boundaries, making social media a playground for experimentation with more daring and innovative content.
Brands that showcase genuine, human-centric content are seeing more positive engagement and celebration from their audiences. In fact, social marketers who consistently post creative content are more likely to report a ‘very positive’ impact on their business compared to those who post creative content less frequently.
Hootsuite emphasizes the importance of agility and creativity in marketing strategies, with a focus on content experimentation, social listening, and the integration of AI to enhance engagement and performance.
Emerging Content Trends
Several content formats are gaining prominence in the evolving landscape of social media.
Short-form video continues to dominate, with platforms like TikTok leading the charge and other networks adapting to this format.
At the same time, while AI-generated content is on the rise, there is a simultaneous push for more human-touch content to balance its usage.
Zero-click content, which allows users to consume information without leaving the social media feed, is becoming increasingly popular.
Influencer Marketing Evolution
The landscape of influencer marketing is also evolving significantly.
Micro and nano influencers are gaining traction due to their perceived authenticity and engaged followings.
We’ve mentioned this before
Brands are focusing on building sustained relationships with influencers rather than relying on one-off campaigns for short-term gains.
Social Commerce and Customer Service
Social commerce is becoming a major trend as platforms enhance their e-commerce capabilities, blurring the lines between social interaction and online shopping.
Moreover, brands are leveraging social media for customer service, creating dedicated support communities that foster engagement and loyalty.
Data Privacy and Personalization
Enhanced personalization is becoming essential in social media marketing. Despite privacy concerns, users expect highly tailored content and experiences that resonate with their interests.
Brands that are transparent about their data usage practices are likely to gain more trust from their audience, fostering stronger relationships.
Platform-Specific Trends
Finally, certain platforms are emerging as leaders in specific areas of social media marketing.
LinkedIn is becoming more prominent for B2B marketing and professional networking opportunities.
Meanwhile, TikTok is expected to continue its growth trajectory, potentially becoming a primary search engine for younger users seeking information and entertainment.
As social media evolves, brands that can adapt to these trends, prioritize authenticity, and create engaging, platform-specific content are likely to succeed in the 2025 social media landscape. The social media playground is becoming more diverse and creative, allowing even the most buttoned-up brands to have a little fun and push their creativity further.